Pestle and Swot Analysis of Google 2019

By: Prudence K Magezi & Jonathan Kush

Google has become the biggest search engine globally, commanding 86% of the search market, followed by Bing, Yahoo and Baidu with 6.55%, 3.27% and 1.08% respectively as of 2018. The US tech giant has created a near monopoly in the global search market commanding the biggest market share in UK, USA and across many European countries. However, a macro environmental analysis of Google’s business environment using Pestel reveals several factors that may hinder future growth of the tech giant. One of the major political issues likely to further hinder Google is continued trade tensions between USA and China. Using PESTLE, this report discusses how trade tensions between China and USA will impact the company. The report will also examines threats from economic, social, technological, legal and environmental issues while also identifying the available growth opportunities in Google’s business environment Using Google’s SWOT analysis, the report looks at the search giants key strengths and weaknesses and how it can use these strengths to mitigate threats and take advantage of arising external opportunities.

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